I remember Karl Watkins, the boss of D1, from years ago.
He ran a company called Crabtree who made printing machines. He must have had a pal who worked at the Journal, the Newcastle daily, because he was never out of the headlines. He spun it for all it was worth. Himself, the company, spin, spin, spin.
He sold the company and did well out of it. Within a relatively short period of time the company went bust.
All I'm saying here is that spin and substance are poles apart and spin seems to play a big part in his style. IMHO.
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